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Attitudes towards Video and TV - UK - October 2019

“While live TV remains important, the decline in live viewing time in recent years shows little sign of change. Younger demographics are prioritising short-form video on social networks and are spending their money on streaming services rather than traditional pay-TV contracts. While Netflix continues to lead the streaming market, competition is set to intensify as Disney and Apple enter the fold, making the success of original productions even more vital.”

– Matt King, Category Director – Technology and Media

This report examines the following issues:

  • Live TV is in decline but will retain importance for some time yet
  • How many streaming platforms can the market sustain?

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Fall in live TV viewing particularly severe among children
              • Figure 1: Average daily minutes of TV viewing, 2010-18
            • Declining advertising revenues are hitting the traditional TV industry
              • Figure 2: UK broadcast industry income, 2014-18
            • Online video revenues are growing at an impressive rate
              • Figure 3: Online audio-visual revenues, 2014-18
            • Key players
              • Long-awaited new streaming platform Disney+ to launch in 2020
                • Apple announces low-cost TV service with original productions
                  • Amazon to broadcast Premier League matches simultaneously
                    • The consumer
                      • Live watching is widespread despite the decline in viewing time
                        • Figure 4: Live TV viewership, July 2019
                      • Freeview and pay-TV remain the most popular ways to view live TV
                        • Figure 5: Live TV viewing platforms, July 2019
                      • On-demand viewing directly correlated to age
                        • Figure 6: On-demand TV viewing, by age, July 2019
                      • Nearly six in 10 people pay for a subscription streaming service
                        • Figure 7: Paid streaming service subscriptions, July 2019
                      • New streaming services could have to deal with subscription fatigue
                        • Figure 8: Interest in forthcoming streaming services, July 2019
                      • Most showing interest in new services would keep existing subscriptions
                        • Figure 9: Subscribing to a new service, July 2019
                      • TV shows dominate the viewing landscape
                        • Figure 10: Frequency watch TV and Video content, July 2019
                      • Older TV shows are more popular among younger people
                        • Figure 11: Preferred streaming content, July 2019
                      • A third of people streaming older TV shows prefer comedies
                        • Figure 12: Preferred genres of older TV shows on streaming services, July 2019
                      • What we think
                      • Issues and Insights

                        • Live TV is in decline but will retain importance for some time yet
                          • The facts
                            • The implications
                              • How many streaming platforms can the market sustain?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Fall in live TV viewing particularly severe among children
                                      • Declining advertising revenues are hitting the traditional TV industry
                                        • Online video revenues are growing at an impressive rate
                                          • BBC One continues to lead the ratings but ITV1 is gaining popularity
                                            • Netflix reported a fall in subscribers in the US in the first half of 2019
                                              • Comcast completes deal for UK pay-TV market leader Sky
                                              • Market Background

                                                • Fall in live TV viewing particularly severe among children
                                                  • Figure 13: Average daily minutes of TV viewing, 2010-18
                                                • Declining advertising revenues are hitting the traditional TV industry …
                                                  • Figure 14: UK broadcast industry income, 2014-18
                                                • … but online video revenues are growing at an impressive rate
                                                  • Figure 15: Online audio-visual revenues, 2014-18
                                                • BBC One continues to lead the ratings but ITV1 is gaining popularity
                                                  • Figure 16: Channel share of TV viewing, 2018
                                                • Strong year for sport but entertainment remains the most popular genre
                                                  • Figure 17: Share of TV audience, by genre, 2017 and 2018
                                                • Netflix reported a fall in subscribers in the US the first half of 2019
                                                  • Figure 18: Netflix subscriber data, June 2017 – June 2019
                                                • Comcast completes deal for UK pay-TV market leader Sky
                                                  • Younger demographics are focused on short-form video and YouTube
                                                  • Key Players – What You Need to Know

                                                    • Long-awaited new streaming platform Disney+ to launch in 2020
                                                      • Apple announces low-cost TV service with original productions
                                                        • Amazon to broadcast Premier League matches simultaneously
                                                          • Streaming wars intensify as Disney bans advertising of rivals
                                                            • BBC and ITV’s BritBox service expected to launch by end-2019
                                                            • Launch Activity and Innovation

                                                              • Long-awaited new streaming platform Disney+ to launch in 2020
                                                                • Apple announces low-cost TV service with original productions
                                                                  • Amazon to broadcast Premier League matches simultaneously
                                                                    • Figure 19: Amazon’s Premier League coverage
                                                                  • Streaming wars intensify as Disney bans advertising of rivals
                                                                    • Bandersnatch success drives the appeal of interactive video
                                                                      • Figure 20: Netflix promotion of Bandersnatch on social media
                                                                    • BBC and ITV’s BritBox service expected to launch by end-2019
                                                                      • Channel 4 launches initiative to create more short-form content
                                                                        • YouTube launches dedicated children’s website YouTube Kids
                                                                        • The Consumer – What You Need to Know

                                                                          • Live watching is widespread despite the decline in viewing time
                                                                            • Freeview and pay-TV remain the most popular ways to view live TV
                                                                              • On-demand viewing directly correlated to age
                                                                                • On-demand viewing on streaming sites has grown in the last year
                                                                                  • Nearly six in 10 people pay for a subscription streaming service
                                                                                    • Four in 10 people subscribe to market leader Netflix
                                                                                      • New streaming services could have to deal with subscription fatigue
                                                                                        • TV shows dominate the viewing landscape
                                                                                          • New films and TV shows are the most popular paid streaming content
                                                                                            • Older TV shows are more popular among younger people
                                                                                            • Live TV Viewing

                                                                                              • Live watching is widespread despite the decline in viewing time
                                                                                                • Live viewing decline hits advertisers seeking large audiences
                                                                                                  • Figure 21: Live TV viewership, July 2019
                                                                                                • Freeview and pay-TV remain the most popular ways to view live TV
                                                                                                  • Figure 22: Live TV viewing platforms, July 2019
                                                                                                • 16-24s are watching more live TV through streaming platforms
                                                                                                  • Figure 23: Live TV viewing on streaming services, by age, July 2019
                                                                                                • Nearly half are watching live TV on multiple platforms
                                                                                                  • Figure 24: Repertoire of live TV viewing platforms, July 2019
                                                                                              • On-demand Viewing

                                                                                                • On-demand viewing directly correlated to age
                                                                                                  • Figure 25: On-demand TV viewing, by age, July 2019
                                                                                                • On-demand viewing on streaming sites has grown in the last year
                                                                                                  • Figure 26: Services used to watch on-demand content, June 2018 and July 2019
                                                                                              • Paid Streaming Services

                                                                                                • Nearly six in 10 people pay for a subscription streaming service …
                                                                                                  • … with four in 10 subscribing to market leader Netflix
                                                                                                    • Figure 27: Paid streaming service subscriptions, July 2019
                                                                                                  • Three quarters of 16-24 year olds have Netflix
                                                                                                    • Figure 28: Paid streaming subscriptions, by age, July 2019
                                                                                                  • A quarter of people have two or more paid streaming services
                                                                                                    • Figure 29: Repertoire of paid streaming services, July 2019
                                                                                                • Interest in new Subscription Services

                                                                                                  • New streaming services could have to deal with subscription fatigue
                                                                                                      • Figure 30: Interest in forthcoming streaming services, July 2019
                                                                                                    • Most showing interest in new services would keep existing subscriptions
                                                                                                      • Figure 31: Subscribing to a new service, July 2019
                                                                                                  • TV and Video Content Habits

                                                                                                    • TV shows dominant the viewing landscape
                                                                                                      • Figure 32: Frequency watch TV and Video content, July 2019
                                                                                                    • Younger people are prioritising short-form video
                                                                                                      • Figure 33: Short-form video viewing, by age, July 2019
                                                                                                    • New films and TV shows are the most popular paid streaming content
                                                                                                      • Older TV shows are more popular among younger people
                                                                                                        • Figure 34: Preferred streaming content, July 2019
                                                                                                      • A third of people streaming older TV shows prefer comedies
                                                                                                        • Figure 35: Preferred genres of older TV shows on streaming services, July 2019
                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                        • Abbreviations
                                                                                                          • Consumer research methodology

                                                                                                          Attitudes towards Video and TV - UK - October 2019

                                                                                                          £1,995.00 (Excl.Tax)